Permalink : http://hdl.handle.net/2115/77576

This study aims to build a comprehensive management framework for effective and practical destination marketing by Destination Management/Marketing Organizations (DMOs) worldwide, especially in Japan. The framework building process includes two steps: first, presenting a theoretical hypothesis outlining a framework for destination marketing management based on the results of previous studies on traditional marketing and service marketing, and second, testing the validity of the hypothesis through integrated analysis of 12 destination marketing plans devised by selected DMOs in the United States and Canada. The testing method involves collating and summarizing the content of the selected plans using the theoretical framework outlined in the hypothesis. The result of this process is a comprehensive framework for destination marketing management.